What is Email Marketing:
Email marketing is the act of targeting consumers with a commercial message through email with the goal of driving sales, increasing customer loyalty, or communicating important information. It's a form of a direct marketing that, in the past, was commonly used to target mass groups of people. However, modern email marketing is based on the principles of consent, segmentation, and personalization.
Why is email marketing important today?
From order confirmations to newsletters, emails are an essential aspect of the growth and management of your business. Email marketing is about informing, persuading and winning the loyalty of a contact base that's interested in your product or services. Marketing emails contain a specific call-to-action destined to generate sales or bring traffic to specific pages of your site. It's also a powerful tool for creating a community, as discussed at length in our guide to building relationships with email.
Benefits of Email Marketing:
Strengthen Relationships, Loyalty & Trust:
Email marketing is a great way to build one-on-one relationships with current and potential customers. By creating well-written and engaging newsletters and emails, readers get to know, like, and trust you and your company. And, consumers buy from companies they trust.
Increase Brand Awareness & Stay Top of Mind:
Each time an email is sent to consumers, awareness of your company, products and services is reinforced. This helps to keep your company’s name top of mind when it comes time to making a purchase.
With email marketing, lists of each market segment based on demographics, interest, past behavior, etc. can be created, enabling you to craft a marketing message that speaks directly to each target audience. This is a highly effective marketing tactic that helps your marketing message resonate strongly with each segment.
Low Cost & Good ROI:
Compared to other marketing channels, email marketing costs very little. For every $1 spent, $44.25 is the average return on email marketing investment.
Easy to Use:
Setting-up an email campaign is relatively easy. There are many email marketing resources and software companies online that enable you to upload subscribers' information, segment your lists, use email templates and fill-in your content, and send emails to subscribers on a regular basis. Two of our favorite email marketing service providers are Constant Contact and Mail Chimp. To really stand out, instead of using a pre-made template, having an email template custom designed for your business that matches your company's brand can be even more effective.
Easy to Measure:
For each email sent, metrics and reports are provided that show open rates, click-through rates, bounce rates and conversion rates. This information is key to understanding what is working and what needs to be improved upon.